Episodios

  • TP441: SEO is Like Golf Now

    TP441: SEO is Like Golf Now
    Jun 25 2025
    Chris Boyer and Reed Smith explore how AI is transforming the digital discovery journey — and why traditional SEO tactics may no longer cut it. They discuss: The Collapse of the Keyword Empire - as AI-generated results increasingly dominate SERPs, healthcare brands must rethink how they show up in search. Intent, Not Indexing - AI search surfaces content differently, prioritizing context over keywords. This shift forces a new content strategy grounded in helpfulness, not hierarchy. Search as Experience - with Google rolling out Search Generative Experience (SGE), the very notion of “ranking” is dissolving into curated, AI-assembled summaries. Adapt or Disappear – what marketers must do today to remain visible in a world where GenAI is the first interaction layer. Thought leader Carrie Liken joins to unpack the implications of Google’s generative search future, the collapse of zero-click visibility, and what it means for hospitals trying to compete in a rapidly changing landscape. Mentions From the Show: How AI is reshaping SEO: Challenges, opportunities, and brand strategies for 2025 Search Engine Land Search trends for 2025: Is a new ecosystem emerging? 2025 trend: Generative search will become the new normal, shaking up ad spend How to navigate the changing landscape of search in 2025 AI-driven search ad spending set to surge to $26 billion by 2029, data shows Carrie Liken on LinkedIn Carrie Liken on SubStack Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    1 h
  • TP440: Is Technology the Strategy… or Just the Tool?

    TP440: Is Technology the Strategy… or Just the Tool?
    Jun 18 2025
    Chris Boyer and Reed Smith challenge a growing assumption in healthcare: that technology is the strategy. While health systems face urgent pressures—from constrained budgets to rising demand—they’re investing heavily in digital solutions. But are they using technology to truly enable transformation, or simply chasing shiny objects? In this episode, they explore: Why digital transformation is often confused with digital adoption. The risk of letting vendor roadmaps dictate your innovation priorities. How to reposition technology as a flexible enabler—not the end goal. What health systems can learn from other industries that center business outcomes, not features. They are also joined by David Norris, CEO of Affineon, who shares why now is the right time for bold innovation. Drawing from his work with both enterprise healthcare systems and startups, he outlines how aligning technology with long-term strategy creates value—not just velocity. Mentions From the Show: Shaping Tomorrow’s Healthcare: Reflections on Digital Health 2025 How voice AI can slash healthcare clinicians' workloads — and offer companionship for older adults Medical centres compete to achieve ‘smart hospital’ status David Norris on LinkedIn Affineon website Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    56 m
  • TP439: The Urgency Gap: Is Healthcare Ready for AI Experience Design?

    TP439: The Urgency Gap: Is Healthcare Ready for AI Experience Design?
    Jun 11 2025
    Chris Boyer and Reed Smith break down one of the industry’s most misunderstood trends, separating the headline-worthy buzz from the meaningful, strategic work that marketing teams should actually be focused on. The cover: AI-Experience Design - defining what it is and why other industries are framing it differently than healthcare. The Urgency Gap – Most healthcare marketing teams haven’t laid the foundational work (data hygiene, journey design, content mapping) required to even get to AI-experience design. Consumer Experience Convergence – How AI-experience design will eventually blur with consumer and service design strategies—and what that means for your MarTech roadmap. AI in the Real World – Why AI tools are only as useful as the systems, standards, and use cases you build around them. Matt Cyr founder and president of LoopAgency, joins to unpack the concept of AI-experience design and what foundational steps to take today that set the stage for success tomorrow. Mentions from the Show: Matt Cyr on LinkedIn Loop Agency Marc Needham on LinkedIn: How I Learned to Stop Worrying and Love the AI Teri Sun on LinkedIn: Websites not dead in the age of AI Carrie Liken on Substack: This Week Google Changed Search Forever Harnessing AI to Transform Consumer Healthcare Experiences Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    50 m
  • TP438: ICYMI TP127 - The Changing Business Models of Health Systems

    TP438: ICYMI TP127 - The Changing Business Models of Health Systems
    Jun 4 2025
    In this encore episode, hosts Chris Boyer and Reed Smith explore how evolving financial pressures and care delivery shifts are forcing health systems to rethink their business models. From the rise of value-based care to growing partnerships with retail and digital-first players, this conversation breaks down the key factors shaping the industry’s strategic realignment. Topics include: The growing divide between traditional hospital revenue streams and emerging care models. How consumerism and digital health are driving new competitive threats. Why innovation isn’t just about tech — it’s about new models of care and payment. What this means for marketing, strategy, and long-term viability. Originally aired as TP127, this episode includes an expert interview with Jeffrey Carr, industry leader and operational administrator for the Mayo Clinic. This conversation remains highly relevant in today’s environment of disruption, realignment, and strategic reinvention. Mentions from the Show: Jeff Carr on LinkedIn 4 Hospital Business Models for Consumer-Centric Healthcare Digital Clinic podcast Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    59 m
  • TP437: Performance Marketing Is Dead. Long Live Performance Marketing

    TP437: Performance Marketing Is Dead. Long Live Performance Marketing
    May 28 2025
    Chris Boyer and Reed Smith explore how traditional performance marketing tactics have unraveled — and what must replace them. From cookie deprecation to HIPAA compliance and signal loss across Meta and Google, the rules have changed. But the need for results hasn’t. They discuss: Why platform-optimized media is no longer reliable How privacy and regulatory shifts are redefining performance marketing The rise of media mix modeling and infrastructure-led strategy What modern measurement looks like when attribution pixels disappear Aaron Burnett, CEO of Wheelhouse DMG, joins to share how his team rebuilt performance marketing around privacy-first data, internal measurement models, and transparent media planning. He breaks down the critical difference between CDPs and data warehouses, the real-world challenge of earning trust to access EMR data, and how AI is reshaping execution without replacing strategy. Mentions from the Show: Aaron Burnett on LinkedIn WheelhouseDMG Digital Clinic podcast Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    56 m
  • TP436: The Patient Doesn’t Know They’re in a Funnel

    TP436: The Patient Doesn’t Know They’re in a Funnel
    May 21 2025
    In this episode, hosts Chris Boyer and Reed Smith examine why the classic funnel framework may not reflect the complex, emotional, and often anonymous nature of how people engage with care decisions today. Rethinking intent and awareness in healthcare journeys Why decision-making is fragmented and reactive How privacy regulations are eliminating visibility across the funnel Why traditional conversion metrics miss the moments that matter How progressive profiling and experience design create better results Healthcare strategist Aaron Mauck joins the show to discuss how marketing leaders can navigate the demands of privacy, performance, and profitability. The conversation explores how to personalize ethically, demonstrate ROI without overtracking, and prepare for the next wave of AI and regulation. Why it matters: Healthcare consumers are not leads to be pushed through a funnel. They are people seeking clarity, trust, and access. Today’s marketing must meet them on their terms. Mentions from the Show: Aaron Mauck on LinkedIn Freshpaint.io Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    57 m
  • TP435: The Website Is Now a Platform

    TP435: The Website Is Now a Platform
    May 14 2025
    In this episode, hosts Chris Boyer and Reed Smith challenge the outdated mindset of the hospital website and explore how health systems can architect unified platforms that drive growth, deliver care, and personalize experiences. The platform shift – Drawing from other industries, we explore how websites are becoming engines for acquisition, service delivery, and retention. From brochure to business tool – What defines a true healthcare platform, and what signals that a system is still stuck in the past? Progressive profiling in action – How health systems can collect data over time to build trust and power personalized journeys. Operational impact – Why this matters now for CRM, downstream campaigns, and measurable ROI. Shawn Gross, VP of Growth at Phase2 Technology, joins to share how progressive profiling helps health systems transform anonymous website visitors into engaged patients—without sacrificing trust or overwhelming users. Mentions from the Show: Shawn Gross on LinkedIn Phase2 Technology Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    50 m
  • TP434: The Evolving CMO: From Brand Steward to Strategic Leader

    TP434: The Evolving CMO: From Brand Steward to Strategic Leader
    May 7 2025
    In this episode, hosts Chris Boyer and Reed Smith unpack how the role of the Chief Marketing Officer has evolved—both across industries and within health systems. The expanding CMO playbook – CMOs are now expected to drive growth, lead digital transformation, and influence business-wide decision-making. The impact of AI and analytics – Today’s marketing leaders must be data-fluent and tech-savvy to keep pace. Healthcare’s unique pressures – From navigating tight budgets to partnering with clinical and operational leaders, health system CMOs face distinct challenges. Brand trust in the spotlight – The demand for transparency and ethical communication has never been higher. Also, in a special panel recorded live at #HMPS25, we hear from three leaders at the forefront of this transformation: Tanya Andreadis, VP, Chief Marketing and Experience Officer Andy Chang, Chief Marketing Officer, UChicago Medicine Chris Bevolo, Chief Transformation Officer, BPD Mentions from the Show: Tanya Andreadis, VP Chief Marketing and Experience Officer Andy Chang, Chief Marketing Officer, UChicago Medicine Chris Bevolo, Chief Transformation Officer, BPD Reed Smith on LinkedIn Chris Boyer on LinkedIn Chris Boyer website Chris Boyer on BlueSky Reed Smith on BlueSky Learn more about your ad choices. Visit megaphone.fm/adchoices
    Más Menos
    43 m